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Oklahoma State University

FELIPE AFFONSO

FELIPE AFFONSO

School of Marketing & International Business
Assistant Professor of Marketing

316 BUSINESS BUILDING
STILLWATER, OK 74075
Phone: 405-744-1311

felipe.affonso@okstate.edu

Education

  • Ph D, University of Florida, Marketing, 2023
  • MS, University of Sao Paulo, Marketing, 2018
  • BS, University of Sao Paulo, Marketing, 2015

Publications

  • Felipe M. Affonso. (2025). "Consumer Responses to Infectious Disease Cues: An Integrative Framework and Research Agenda". European Journal of Marketing.
  • Felipe M. Affonso and Chris Janiszewski. (2023). "Marketing by Design: The Influence of Perceptual Structure on Brand Performance". Journal of Marketing. (87), 5, 736–754.
  • Felipe M. Affonso, Chris Janiszewski, and James R. Bettman. (2021). "Boundaries of Constructive Choice: On the Accessibility of Maximize Accuracy and Minimize Effort Goals". Journal of Consumer Psychology. (31), 2, 217–239.
  • Aekyoung Kim, Felipe M. Affonso, Juliano Laran, and Kristina Durante. (2021). "Serendipity: Chance Encounters in the Marketplace Enhance Consumer Satisfaction". Journal of Marketing. (85), 4, 141–157.
  • José Mauro da Costa Hernandez, Scott Wright, and Felipe M. Affonso. (2019). "The Importance of Advertising Skepticism for Brand Extension Appeals". Psychology and Marketing. (36), 7, 687–699.

Awards and Honors

  • Academy of Marketing Science (AMS) Mary Kay, Inc. Dissertation Award Winner (2024)
  • AMA-Sheth Foundation Doctoral Consortium Fellow (2022)
  • University of Houston Doctoral Symposium Fellow (2022)
  • University of Florida Certificate of Outstanding Achievement (2021)
  • William O. Bearden Doctoral Student Research Award (2021)
  • Sao Paulo Research Foundation M.Sc. Visit Fellowship (2017)
  • Sao Paulo Research Foundation M.Sc. Research Fellowship (2016)
  • University of Sao Paulo Highest Honors (Graduated 1st in Class) (2015)
  • University of Sao Paulo Undergraduate Teaching Assistant Fellowship (2015)
  • University of Sao Paulo Undergraduate Teaching Assistant Fellowship (2014)
  • University of Sao Paulo Academic Merit Fellowship (2013)
  • University of Sao Paulo Undergraduate Research Fellowship (2012)

Academic, Military, and Professional Positions

  • Oklahoma State University, Assistant Professor of Marketing, 2023
  • The Nielsen Company, Research Analyst (Client Consulting; Assortment Optimization), 2014 - 2015

Courses Taught

  • MKTG 4333 (3 Semesters)
  • MKTG 4683 (3 Semesters)